Black Friday Sequence for Shopify Store Owners Email Guide
Why Black Friday Sequence Emails Fail for Shopify Store Owners (And How to Fix Them)
Black Friday is looming, and your sales forecast feels more like a guessing game than a strategy. Many Shopify store owners find themselves scrambling last minute, throwing together a few emails and hoping for the best.
This often leads to missed opportunities and a feeling of exhaustion rather than exhilaration when the dust settles. But it doesn't have to be that way.
A well-crafted Black Friday email sequence builds anticipation, announces your irresistible offers clearly, and creates urgency that converts browsers into buyers. It’s about more than just discounts; it’s about a strategic conversation with your customers.
The templates below are designed to guide your customers through every stage of your Black Friday promotion, ensuring you maximize every sale opportunity.
The Complete 5-Email Black Friday Sequence for Shopify Store Owners
As a shopify store owner, your clients trust your recommendations. This 5-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Early Bird
Tease the sale before it starts
Hi [First Name],
The holiday shopping season is almost here, and with it, the chance to make this your most profitable year yet. We've been working behind the scenes to prepare something truly special for you.
Think massive savings, exclusive bundles, and deals on your favorite items that you won't want to miss. This isn't just another sale.
This is our biggest event of the year, designed to help you stock up, find the perfect gifts, or finally get that item you've been eyeing. The full details drop on [DATE OF BF SALE START].
Make sure you're ready to grab these deals before they're gone.
Best, [YOUR NAME]
This email creates a curiosity gap by hinting at significant value without revealing specifics. It uses anticipation, a powerful psychological trigger, making the customer feel like they are about to receive an exclusive benefit. The lack of a direct pitch reduces immediate sales pressure, building excitement instead.
The Reveal
Announce the full Black Friday offer
Hi [First Name],
The wait is over. Our Black Friday event at [YOUR STORE NAME] has officially begun!
For a limited time, you can shop incredible savings across our entire collection. Looking for [PRODUCT CATEGORY 1], [PRODUCT CATEGORY 2], or something unique, now is the moment.
Here are just a few highlights of what's waiting for you: • [Specific Deal 1, e.g., 30% off all apparel] • [Specific Deal 2, e.g., Buy one, get one 50% off on accessories] • [Specific Deal 3, e.g., Free shipping on orders over $50] These offers are only valid until [DATE/TIME OF BF SALE END] or while supplies last. Don't let these deals slip away. [CTA: Shop Black Friday Now →]
Best, [YOUR NAME]
This email employs direct communication and clear value proposition. Using bullet points makes the offers easily scannable, catering to busy shoppers. The explicit mention of a deadline and limited stock creates a sense of urgency and scarcity, prompting immediate action rather than procrastination.
The Reminder
Midday reminder for those who missed it
Hi [First Name],
We know your inbox is probably overflowing today, but we wanted to make sure you didn't miss out on our Black Friday event. Our biggest sales of the year are still live, but the clock is ticking.
Many of your favorite items are going fast, and we wouldn't want you to regret missing a deal on something you truly want. Consider this a friendly nudge: now is the perfect time to stock up on gifts for the holidays, or treat yourself to something special.
Imagine [BENEFIT OF PRODUCT] or enjoying [ANOTHER BENEFIT]. The deals end tonight at [TIME]!
Head over to [YOUR STORE NAME] before these savings disappear for good. [CTA: Shop Now Before It Ends →]
Best, [YOUR NAME]
This 'reminder' email uses a gentle, empathetic tone to re-engage customers who might have overlooked the initial announcement. It uses the principle of loss aversion by highlighting what they might miss, rather than just what they could gain. Reinforcing the deadline and scarcity provides a final push for hesitant buyers.
The Extended
Weekend extension for hesitaters
Hi [First Name],
You asked, and we listened! Due to popular demand, we've decided to extend our Black Friday event through the weekend.
That means you have a little extra time to grab those incredible deals you might have missed. Perhaps you were too busy, or still deciding on the perfect gift.
Now you have another chance! All the same amazing offers are still available, but this truly is the final extension.
We'll be closing the doors on these prices at [DATE/TIME OF EXTENSION END]. Don't delay this time.
Take advantage of this last opportunity to save big on [YOUR STORE NAME]'s best products. [CTA: Shop the Extended Sale →]
Best, [YOUR NAME]
This email taps into the psychological principle of reciprocity by offering an unexpected bonus (the extension), creating goodwill. It appeals to procrastinators and those who experienced FOMO, giving them a second chance. The 'final extension' language establishes a new, firm deadline, preventing indefinite delay.
The Final Call
Cyber Monday last chance
Hi [First Name],
This is it. Your absolute last chance to shop our Black Friday deals.
The clock is rapidly counting down, and these incredible savings will vanish forever at [TIME] tonight. There will be no further extensions, no second chances.
This is the final moment to get [SPECIFIC POPULAR ITEM] or save significantly on [PRODUCT CATEGORY]. Think about what you've been wanting, or who you still need to buy gifts for.
This is your opportunity to complete your holiday shopping list with fantastic value. Once the clock strikes [TIME], these deals are gone.
Don't let regret be part of your holiday season. [CTA: Shop Final Deals Now →]
Best, [YOUR NAME]
This email employs extreme urgency and loss aversion. The definitive language ('absolute last chance,' 'no further extensions') removes any perceived future opportunity, compelling immediate action. By highlighting the finality, it triggers the fear of missing out on a valuable opportunity, driving conversions from even the most hesitant buyers.
4 Black Friday Sequence Mistakes Shopify Store Owners Make
| Don't Do This | Do This Instead |
|---|---|
✕ Only sending one Black Friday email and hoping for the best. | Plan a multi-email sequence that nurtures customer interest and builds urgency strategically over several days. |
✕ Not segmenting your audience or personalizing offers. | Tailor your deals and messaging based on past purchase behavior, browsing history, or interest groups for higher relevance and conversion rates. |
✕ Focusing solely on discounts without highlighting product value or benefits. | Emphasize how your products solve problems, enhance lives, or offer unique quality, making the discount feel like an added bonus to inherent value. |
✕ Forgetting about post-purchase engagement and follow-up. | Plan emails for order confirmation, shipping updates, thank-yous, and future engagement to build long-term customer relationships beyond the sale. |
Black Friday Sequence Timing Guide for Shopify Store Owners
When you send matters as much as what you send.
The Early Bird
Tease the sale before it starts
The Reveal
Announce the full Black Friday offer
The Reminder
Midday reminder for those who missed it
The Extended
Weekend extension for hesitaters
The Final Call
Cyber Monday last chance
Start teasing early, peak on Friday, extend through Cyber Monday.
Customize Black Friday Sequence for Your Shopify Store Owner Specialty
Adapt these templates for your specific industry.
Single Product Stores
- Focus all messaging on the unique benefits, craftsmanship, and problem-solving aspects of your one product.
- Create tiered offers: a discount for the product, a bundle with a complementary accessory, or a bonus for the first X buyers.
- Utilize user-generated content and glowing testimonials heavily in your emails to build immediate trust and social proof.
General Stores
- Segment your email list by product categories or past purchase history to send highly targeted offers and avoid overwhelming customers.
- Feature a 'doorbuster' deal on a popular, high-demand item each day to drive traffic and create excitement around your store.
- Create curated gift guides for different recipient types (e.g., 'Gifts for Her', 'Tech Gadgets') to simplify shopping and inspire purchases.
Niche Stores
- Highlight how your specialized products directly solve specific pain points or significantly enhance a particular lifestyle relevant to your niche.
- Offer exclusive bundles or limited-edition items that resonate deeply with your niche audience's unique interests and passions.
- Use language and imagery that speaks directly to the unique identity, values, and inside jokes of your niche community to build strong connection.
Subscription Stores
- Offer a significant discount on the first month or first few months of a subscription to lower the barrier to entry.
- Provide a special bonus item or an upgraded tier with new subscriptions during the Black Friday period to add perceived value.
- Emphasize the long-term value, convenience, and consistent delight of a recurring subscription, not just the initial savings.
Ready to Save Hours?
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